Federal Reserve Region Focus....

PROFILE

WEST VIRGINIA’S POTOMAC HIGHLANDS:

TOURISM TAKES THIS REGION TO NEW HEIGHTS

In a mountainous region where 'King Coal' and lumber barons once ruled the economy, tourism now reigns. "Tourism is one of West Virginia’s fastest growing and important industries," says Governor Cecil Underwood. “The exceptional partnerships that tourism business have built with each other and with the state help this industry promote the best of West Virginia to every visitor and potential visitor.”

Thanks to these visitors, the Potomac Highlands have become a four-season outdoors mecca, drawing visitors from throughout the Mid-Atlantic and around the world. Once there, they spend more money than coal miners and lumberjacks could have ever dreamed possible.

Stretching for more than 100 miles from the Maryland state line in the north down to Greenbrier County in the south, the Potomac Highlands lie to the west of Virginia and include the counties of Grant, Hampshire, Hardy, Mineral, Pendleton, Pocahontas, Randolph, Tucker, as well as the cities of Lewisburg and Richwood. Adjacent areas that also benefit from visitors to the area include the counties of Berkeley, Jefferson, Morgan, and Preston. The core population of the mostly rural region is approximately 125,000.

The 901,000-acre Monongahela National Forest runs throughout the region, as does more than 100,000 acres of George Washington National Forest. There are also eight state parks, three state forests, the Greenbrier River Trail, three caverns, three scenic railroad excursion trains, Seneca Rocks, and Snowshoe Mountain Resort (see sidebar). These areas and others define the draw to the great outdoors and other tourism options.

From spring to fall, mountain bikers, hikers, canoeists, rock climbers, and others head to the mountains for outdoors adventure. In the winter, downhill skiers, snowboarders, crosscountry skiers, and snowshoers all enjoy the white stuff, courtesy of Mother Nature (and modern snowmaking machines). Throughout the year, the region also draws lots of families, history buffs, bed-and-breakfast patrons, and those in search of simple small town life and leisure.

“Over the years, tourism has grown tremendously in our region,” says Julia Elbon, chair of the Potomac Highland Travel Council. “It is the leading industry in West Virginia and you’ll find more than 70% of the state’s tourist attractions in our area.” Elbon says those enjoying economic impact include: accommodations, restaurants, shopps, tour operators, adventure outfitters, and many other local businesses that cater to visitors directly or indirectly.

This influx of tourist dollars has saved the region from the fate of other economies throughout the south that historically depended on mining and lumbering for stability. From the 1880s through the 1960s, the Potomac Highlands were one of the nation’s premier places for coal mining and large-scale lumbering. Of course, environmental and economic pressures changed all of that. Thankfully, the same mountains that drew coal and lumber companies eventually drew outdoor adventurers and other travelers.

The region’s largest town, Elkins, was the commercial hub of those earlier times and now serves the same role for tourism. “We have definitely become the economic center of tourism in this region,” says Brenda Pritt, head of the Elkins-Randolph County Chamber of Commerce. “We serve as a hub for many area visitors and this impacts most of our local businesses.”

Entreprenurial bed-and-breakfasts are succeeding throughout the Potomac Highlands and several in the Elkins area provide perfect examples. “There are ten B&Bs in the Elkins area and we’ve worked closely together for more than a decade to successfully promote our businesses,” says Loretta Murray, owner of Hutton House Bed & Breakfast.

Pritt also attributes the town’s role as a regional hub to Davis & Elkins College, a small liberal arts and science college that contributes greatly to life in town. Many of the students and teachers are avid outdoors enthusiasts, providing additional economic impact for Elkins and the surrounding area. In addition, Pitt says annual events like the Mountain State Forest Festival contribute heavily to visitation figures.

Of course, several other towns in the region have felt the economic impact of tourism. To the north, the town of Davis and surrounding Tucker County feature attractions like Canaan Valley Resort State Park, Timberline Four Seasons Resort, White Grass Cross Country Ski Center, Blackwater Falls State Park, Dolly Sods Wilderness Area, the 500th National Wildlife Refuge, and a popular portion of Monongahela National Forest. Like Elkins, Davis features mountain bike shops and outdoors outfitters, accommodations, varied dining, and many other tourist-related businesses.

Up at four-season Canaan Valley Resort State Park, it’s easy to see the influence of tourism on all sectors of the local economy. “We employ between 200 and 350 people throughout the year, offering a range of accommodations, dining, downhill skiing, crosscountry, a tubing park, mountain biking, golf, tennis, swimming, and more,” says their director of marketing and sales, Steve Drumheller. “In addition, our 10,000-square-foot conference center brings many business leaders to the area.”

To the south of Elkins, Marlinton has also benefited from Mother Nature. As the county seat for Pocahontas County, Marlinton is ideally situated along the Greenbrier River Trail, a popular 75-mile hiking and biking path. Pocahontas County is also home to Snowshoe Mountain Resort (see sidebar), which is having the most economic impact on the region in decades. “Marlinton and Pocahontas County have benefited greatly from the strong interest in the Potomac Highlands,” says Gail Lowry, executive director of the Pocahontas County Tourism Commission. “Our accommodations, restaurants, outfitters, and many other local businesses are successful because tourists love it here.”

One local couple can attest to the lure of Pocahontas County and the Potomac Highlands. Gil and Mary Willis have owned Elk River Touring Center for more than 19 years. They started by offering cross country skiing and a few rooms. They’ve grown into a four-season business that now also features mountain biking, gourmet dining, a bar, a retail shop, and a range of rooms and cabins for guests. They even have a snowboarding shop just up the road. “Our business’s success is a perfect example of what’s possible in this region,” says Gil Willis.

Further south, the bustling little town of Lewisburg and surrounding Greenbrier County are the southern hubs of the Potomac Highlands. “We believe we provide the best of West Virginia’s town and country,” says Kim Cooper, executive director for the Lewisburg Convention & Visitors Bureau.

The town of Lewisburg is a draw to history buffs, with a wide range of 18th and 19th century buildings that are detailed in a popular walking tour. Because of this, many small lodging and dining establishments cater to Lewisburg area visitors.

Out in the country, the southern end of the Greenbrier River Trail is just outside town. Other outdoors opportunities include canoeing, mountain biking, and fishing. Several local outfitters in and around Lewisburg cater to the outdoors set, adding to the economic impact.

Of course, Greenbrier County also includes The Greenbrier. Since the early 19th century, visitors have flocked to The Greenbrier in White Sulphur Springs to be pampered at one of the finest resorts in the world. They offer 643 guest rooms (including 46 suites), 71 guest and estate houses, 10 lobbies, 30 meeting rooms, three championship golf courses, 20 tennis courts, a complete conference center, and a 25,000-square-foot spa and spa salon.

Located amid 6,500 acres of scenic beauty, this perennial Mobil Five-Star and AAA Five-Diamond Award winner is an economic powerhouse. Renowned for first-class service, The Greenbrier employs more than 1,600 people, making The Greenbrier the region’s largest employer and the most influential economically.

Thus, whether it’s a small B&B or a giant resort, the Potomac Highlands benefit heavily from tourism. Mother Nature has certainly been nice to these mountains, as well as the residents and visitors who enjoy them.

SIDEBAR

SNOWSHOE BRINGS BIG BUCKS TO POTOMAC HIGHLANDS

The Potomac Highlands are being taken to another level, thanks to Snowshoe Mountain Resort owner Intrawest. Vancouver-based Intrawest, North America’s leading developer and operator of mountain resorts, has invested more than $100 million in Snowshoe Mountain Resort since its purchase in 1995. The company owns ten mountain resorts, including Whistler/Blackcomb, which is consistently rated North America’s top mountain sports resort. They plan to take Snowshoe and the rest of the Potomac Highlands to those sames lofty heights.

The company’s resort development formula links the staged expansion of ski and other resort operations with the planning, design, and managed development of architecturally distinct four-season resort villages at the mountain. This strategy is certainly evident at Snowshoe, with the local economy receiving a big boost.

Along with expanding all facilities for year-round pursuits, Snowshoe Mountain Resort is also going through a real estate boom. Rimfire Lodge, the first development project and the cornerstone of Intrawest’s new mountaintop village, opened this summer. More than 75 % of Rimfire’s 142 units have already been sold and seven of the first nine retail spaces have been leased. The second development project, Highland House, is on track for similar success. Robin Bentley of Dayton, Ohio bought units at both, saying, “My husband and I are excited about Snowshoe’s recent growth and wanted to be a part of what’s happening on top of the mountain.”

The resort expansion and real estate development means a big economic boost for the Potomac Highlands. Gary Raymond, president of Intrawest’s Resort Development Group, says, “The Snowshoe Mountain area has access to the huge population base in the Mid-Atlantic and southeastern regions of the U.S. In the next 10 years, we envision Snowshoe growing into one of the most popular mountain resorts in North America by improving its year-round appeal to visitors from the 75 million people within a day’s drive of the resort.”

CONTACTS FOR QUOTES AND OTHER FACT-CHECKING:

--Governor Underwood (thru Cindy Harrington or Caryn Gresham), 800/CALL WVA

--Julia Elbon, Potomac Highland Travel Council, 304-257-9315

--Brenda Pritt, Elkins-Randolph County Chamber of Commerce, 304/636-2717

--Loretta Murray, Hutton House B&B, 800/234-6701

--Steve Drumheller, Canaan Valley Resort State Park, 800/622-4121, ext 2

--Gail Lowry, Pocahontas County Tourism Commission, 800/336-7009

--Gil & Mary Willis, Elk River Touring Center, 304/572-3771

--Kim Cooper, Lewisburg Convention & Visitors Bureau, 304/645-1000

--Lynn Swann or Sharon Roe, The Greenbrier, 800/624-6070

--Statistics and figures came from the ‘Potomac Highlands Visitors Guide’ (included in package containing signed contract).